Julien Macdonald launches e-commerce following London Fashion Week comeback

Julien Macdonald OBE has launched a new e-commerce site selling his Fall 2026 ready-to-wear collection, transforming his February return to London Fashion Week into a direct-to-consumer business.

The site stocks the collection Macdonald showcased on the 69th floor of The Shard in February, marking his first London Fashion Week runway show in three years.

The collection reflects a shift towards a more accessible luxury ready-to-wear proposition, centred on versatile, embellished separates and occasionwear. Featuring streamlined sequinned dresses and sharply tailored cocktail styles, the range balances the designer's signature glamour with a more commercial, wearable appeal.

Categories include statement party dresses, fluid gowns, luxury resort wear, ostrich-feather kaftans and crystal-embroidered swimsuits, with prices ranging from £845 to more than £4,000 for red-carpet looks.

Beyond the website, Macdonald is also taking the collection directly to customers through luxury hotel partnerships. WWD reported that 60 dresses delivered to Soho-Soho, a designer boutique in Athens, sold out within two days, with additional stock planned for the store's Mykonos branch.

Further summer destinations include Saint-Tropez, Art Basel, Atlanta, Qatar and Dubai, locations that align with the collection's summer occasionwear positioning.

The relaunch follows a turbulent period for the brand. Macdonald, who launched his label in 1997 and previously held senior roles at Chanel and Givenchy, placed his business into administration in 2023.

He has since restructured the company with backing from investor Dale Wood of Dale Ventures Group, who sponsored the February show and formalised the partnership shortly afterwards.

The new collection draws inspiration from The Shard, with its reflective glass façade translated into couture-style embroidery using Japanese beads and crystals. A new signature print - an abstract glass-and-water motif inspired by rainfall - appears throughout the range, while the colour palette centres on iridescent metallics, aqua, baby blue and blush pink.

Macdonald has also signalled plans for further category expansion. WWD reported that licences for sunglasses, bags, knitwear and beachwear are currently under discussion.